How Printed Materials and Advertising Engages Readers

Although online marketing is a growing resource for product and service promotion, print advertising still creates a significant impact on those who pick up your advertisement. Both online and print advertising can be designed to target a certain group for maximum effect. However, print advertising is tactile. The reader can hold on to it, or pass it off to a friend. Online advertisements are gone as soon as the reader clicks away from the page.

The Brain

A recent study shows that print outperforms television by 38%. It can be speculated that this has something to do with how the brain processes memory. In order to read effectively, the reader must engage at a higher level. In fact, when you read your brain only spends about 5% of its time fixating on the print, gathering about four units of meaning from the page per second. It spends the rest of the  95% of the time reflecting upon the information received.

The Design

The above information is a key element in advertising design. Successful advertisements are easy to scan. This means readers can get the overall meaning of an advertisement in a few seconds, with the enticement to read on further for details. Print advertising doesn't have to be flashy, especially if it is representing a more conservative entity. However, the advertisement still needs to be clear and concise to be effective. Attention should be drawn to the main idea of the campaign without muddling the reader's mind with unnecessary details.  

Think about an advertisement in print you saw recently. It could be in the form of a magazine, flyer or brochure. Why do you remember this advertisement? What words stood out to you the most?

The Action Plan

Print advertising leaves an impression on readers when it is designed well. Advertisements that appeal to the fast and selective nature of reading have a higher chance of connecting with a target market. Use your market research to design a memorable print ad for your customers.

About GravesPrinting.com

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Marketing your business through Trial, Continuity, Brand-Switch and Switch-Back Strategies.

It is incredibly important market your business through Trial, Continuity, Brand-Switch and Switch-Back objectives. Your products and services need to stay fresh on the minds of your target market. Use the suggested ideas, but don't limit yourself. Stand out by creating new promotional strategies.

Trial

 The trial phase is for those who are trying to encourage new purchases of a product. You can target a untouched group of people with an existing product or advertise something completely new. Press releases are prestigious ways to make an announcement. Sharing this press release on social media helps connect with your audience personally, while linking it back to your website helps improve Google search rankings. Use print advertising to reach those who communicate better off the web.

TRY: Press Releases, Free Promotional Giveaways, and Paid Magazine Advertisements.

Continuity

While advertising a product your customers already buy may seem like an added business cost, it is crucial for developing brand loyalty. This offers new or different information about a product that existing customers already buy. Without continuity advertising, your customers may be enticed by your competitors to by their products instead. Social Media, like Facebook and Twitter allow you to keep in contact with your customers on a regular basis. Joining local organizations helps you build relationships with your customers face-to-face.

TRY: Social Media, Join Local Organizations, TV, Radio

Brand-Switch

Some of the easiest sales on your product can be made from customers who are looking for something better. Compare the quality of your product with your competitors. Some customers may be looking to save money on a cheaper product, and some customers may be looking for a product that is made with superior materials. Sales people and referral partners can help you find potential customers that are ready to make the switch in advance.

TRY: Developing a Referral Partnership, Hiring a Salesperson.

Switch-back

Switchback advertising is a way to regain brand loyalty after it is lost. The switch-backing phase is a normal part of marketing ebb and flow. Search engine optimization (SEO) and paid online advertising like Google AdWords increases your visibility online. Responding to customer complaints and concerns on online forums gives you a chance to re-establish your relationship.

TRY: Online Forums Responses, Search Engine Optimization, and Paid Online Advertising

About GravesPrinting.com

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Marketing Feng Shui: Why You Still Need Print

There is nothing more important for advertising than balance, balance, balance. While businesses can reach millions of people through Google Adwords and social media platforms, that strategy is incredibly weak without a personal connection. Print media is a way establish a bond with your target market that lasts far longer than a fleeting website banner.

Reach People

The most important part of an advertising campaign is people. Successful advertising requires people to view your ad, people to buy your product, and people to talk about your product with other people.

Finding balance in your advertising strategy is crucial to your success. Online advertising is cheaper and potentially reaches far more people in volume than print, but it cannot stand alone. For example, The Atlantic online magazine recently published an article that the average person only clicks one out of every 2,000 Facebook ads they see. Although Google Adwords and Facebook can target your market through algorithms, lasting connections are made through personal interaction.  

Connect with People

Print marketing differs from online marketing because it can be held. Google Adwords is incredibly convenient to use, but it will never replace the personal impact that print media can have on your market. Physically handing someone a brochure at a networking meeting or expo event attaches a face to your brand. The more tangible your campaign is, the more valuable your advertisement will be.

Engage with People

Print advertising allows you to catch people in the moment. Find a place and time where your customers would be most interested in buying your product. For example, at an Iron Man triathlon, a bicycle shop can offer discount flyers for new tires. Customers may be less interested in purchasing tires while at home and checking their Newsfeed. Instead, find their continuity of thought by using printed material at the right time.

Connecting and engaging with people is a smart way to increase sales. Human beings crave relationships with other human beings. This is why printed marketing materials will never go out of style in our increasingly digital age.

About GravesPrinting.com

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Partner to Promote Your Business!!

Advertising is an integral part to business success. What strategy you use to promote your product depends on your budget and your time constraints.

What Is an Advertising Agency?

An advertising agency is a firm that creates new ideas to promote your business. This includes print, radio, television, and internet ads. The agency identifies the amount of space you need, or the amount of time, and then locates an appropriate entity to publish your advertisement. An advertising agency will often plan and conduct your advertising campaigns for you. They usually have a wealth of knowledge about how to best apply your advertisement. This information is gathered from market research and surveys. The agency is a third party who provides their services on your behalf to promote your product.

Should I Use an Advertising Agency?

Advertising agencies generally provide an alleviation of tasks associated with marketing that a business owner may not be interested in doing. However, using an advertising agency adds a cost to doing business. Business owners seeking to maximize their profits by reducing expenses may need to find an alternative way to market their products.

Alternative Strategies for Publishing Media Advertisements

Instead of hiring an agency, business owners are advised to send their advertisements directly to the publisher. This requires the business owner to spend additional time to perform the tasks that an agency would do otherwise. However, a business owner can save up to 15 to 20% of their media expense by sending their advertisements directly to the publisher.

This ultimately gives the business owner more control of the advertising campaign. The business owner can select specific channels he or she wishes to take advantage of. This also gives an opportunity to utilize existing relationships with networking partners who specialize in media publications. Which method would best suit your business objectives?

About GravesPrinting.com

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.

Finding the Right Advertising Channel for Your Business!

Experiment with a new advertising channel to boost your sales. The only limit to marketing is your imagination.

Direct Mail - Send printed media such as brochures, catalogs and newsletters.

EDDM (Every Door Direct Mail) - USPS sends your advertisement to every door in a specified location.

Door-to-Door Advertising - D2D allows you to make a personal connection with your target demographic.

Google AdWords (Sponsored Links) - Paid advertisements that show up on the top or side of Google search results.

Online Directory Listings - These list companies alphabetically instead of by search results.

Join Local Organizations - Swap referrals and discover collaborative opportunities.

TV - Some of the most memorable ads took place on TV. Direct your TV audience to your Social Media accounts.

Radio - Try advertising on internet radio in addition to traditional radio stations.

Referral Partnership - Join local groups including BNI and your city Chamber of Commerce. Referral programs are also available online.

Sponsor a Local Sports Team - Sponsoring a sports team builds a strong rapport with your local community and encourages loyalty.

Take a Class Related to Your Business - Learn how to engage in more efficient strategies and meet new people.

Participate in Online Forums - Interact with your customer questions, comments and complaints.

Free Promotional Giveaways - A great way to get customers to try a new product.

Create Popular Online Content - Establish your credibility by posting informative articles, infographs and videos.

Social Media - Bridge the gap between all of your advertising platforms with Twitter, Facebook, LinkedIn, and more.

Search Engine Optimization - Improve your website rankings by using keywords popularly searched for by your customers.

Paid Online Advertisements - Sponsor websites your customers use often.

Paid Magazine Advertisements - Reach those who are not accessible by the internet.

Press Releases - Announce new products or events while establishing credibility and improving website rankings.

Outbound Phone Calls - Research customers who need your services and call them directly.

Hire a Salesperson - Appoint a tenacious person to find new business.

About GravesPrinting.com

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.